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Calculators and Digital Assets Value For SEO with Steven Schneider
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Steven Schneider - 10+ years in SEO, scaled affiliate portfolio to 40 sites and 1.4M ARR. Now helps B2B and SaaS CMOs leverage proven SEO strategies. Co-founder of TrioSEO.
Key Topics Discussed
The Calculator SEO Strategy
Steven's latest focus: calculators and digital assets for driving meaningful leads through SEO, moving beyond traditional blog content strategies.
Key Success Factors:
- Quality over speed - 2-3 month development process, not 20-minute ChatGPT builds
- Keyword validation - Need 1,000+ monthly searches minimum
- Client-keyword fit - Can they realistically rank? (Skip EBITDA/credit card calculators)
Real Examples:
- M&A valuation calculator (ranking top 3-5)
- Legal settlement tax calculators
- Cost segregation calculators
Multi-Channel Lead Generation
The Process:
- Build valuable calculator
- Capture emails with nurture sequence on the backend
- Follow up with 3-5 day drip campaigns
- Connect to sales team
Key Insight: "We can't rely on Google alone anymore - it's suicide"
The Fractional SEO Approach
Modern SEOs must become fractional partners, not just traffic drivers.
Essential Questions:
- What's your sales process?
- How many sales people do you have?
- What happens after form submission?
- What are your success metrics?
Shocking Stat: 80% of local business form submissions get zero response
YMYL & Algorithm Changes
Discussion on Google's Medic Update impact - brand recognition as trust signal. Finance is always rough without specialized writers.
Trust Rank Theory: Distance from authoritative "seed sites" (universities, hospitals, gov sites) affects medical niche rankings.
AI & Search Evolution
Current approach: Monitor client appearances in ChatGPT for high-intent keywords. Quality content, authority and strong SEO still correlates with AI search visibility.
Strategy: Focus on middle/bottom funnel content that AI can't replicate (specific calculators, detailed valuations).
Client Onboarding Best Practices
Steven's Favorite Question: How are you currently tracking success on your website?
Common Problem: Most clients can't define what "success" looks like, leading to misaligned expectations.
Solution: Establish clear metrics upfront - demos, trials, webinars, etc.
Key Takeaways
- Calculator SEO requires significant investment but drives high-quality leads
- Multi-channel approach essential for sustainable growth
- Business understanding more important than tool expertise
- Clear success metrics critical for client relationships
- Fractional partnership model replacing traditional SEO agencies
100 episodes
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